Instead of having every possible feature, Google Keep is designed to be very simple and minimalist. It's really easy to quickly create notes and search for old notes. Google Keep enhances the app's organization by letting users color code notes.
The app offers suggestion on what you might like to buy. The suggestions are organized in categories like "Fruits & Vegetables", "Milk & Cheese", "Recently Used", etc essentially allowing you to browse aisle by aisle without having to go to the store.